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We automatically execute most of our everyday, monotonous acts (opening doors, buttoning shirts, etc.) without any explicit realization of the learnt movements and thus memory involved, unless something is amiss (the door sticks, the button is missing). With flavor, the same is true; people generally just consume without much awareness of how ingrained their likes and dislikes are - unless there is a nudge, a shudder in their everyday. So the best way to trigger the direct emotional response is to juxtapose the implicitly familiar with the novel - that is to say, orchestrating flavors to some novel combination, but somehow evoking a delighted childhood memory. Often these seem to be universal - walking through the forest, having surf wash up between your toes, the goofy grin of an infant tasting ice-cream for the first time. And then, if one can generate fluctuations in the flavor, so that it has length depth and breadth, punctuated by peaks along the narrative arc, then it’s successful, an exploration that can continually stimulate the contrast between novelty and memory.